Tuesday, February 26, 2019

How Emotions Win Customers

Cassell's Hamburgers is something of a Cinderella story.


Founder Al Cassell launched the iconic lunch counter in Los Angeles in 1948. Famous for grinding beef daily, Al's passion for great burgers and homemade mayonnaise lived for years. But by 2012, struggling owners decided to sell off Cassell's rights, recipes, and equipment. It seems there was no magic touch that could save this beauty.


Jingbo Lou had other ideas.


As a Chinese exchange student, Lou came to the U.S. to study at the University of Southern California and developed a passion for architectural restoration that grew out curiosity for American culture:


"As an immigrant to this country, my very big task is to learn the culture," Lou says. "I really fell in love with the history."


J Lou put this love to work bringing Cassell's back to life in a salvaged, crumbling 1920s inn called the Hotel Normandie. J Lou recognized a hotel/restaurant combo was a chance to cater to the nostalgia of many Californians.


And he was spot on.


Since Cassell's reopening in 2014, the business has topped many "best of" lists and expanded into Downtown LA and a LAX location in Terminal 1.


Why such phenomenal success? Because emotions sell.


Emotions Win Customers


Brands build loyalty because emotions win customers!


While you may believe your decisions are rational, most choices are actually controlled by your intuitive (emotional) mind. Studies show that people rely on the heart, rather than on logic, to make decisions. Douglass Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, says this:


"The most startling truth is we don't even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don't hinder decisions. They constitute the foundation on which they're made!"


Brands put emotional marketing in play by focusing more on the needs and passions of customers instead of on the unique product benefits their products bring.


For example, Pampers exalts healthy, well-rested infants instead of dry baby bottoms. Nike inspires people to overcome limitations instead of highlighting superior shoe quality. Harley sells people freedom without limits rather than offering a mode of transportation. And Cassell's Hamburgers offers people a return to simpler days, including original chairs, tables, signage, and original menus hanging on the wall.


Want to enhance the emotional message your brand brings? Brand marketers suggest starting with steps like these:


  • Treat prospects as people rather than buyers

  • Give people multiple chances or channels to try or become familiar with your products

  • Use ads with identity messages that motivate or move people

  • Create a shared community among purchasers

  • Inspire users to have dreams

  • Offer messages that give people an experience, not just information

Create stories that allow your company to be part of people's lives and appeal to every aspect of your customers' personalities: their ego, needs, dreams, or general emotional state.


These connections can happen through music, artworks, logos, signage, slogans, sport, or anything that really 'speaks to your customers.


Above all, emotional branding seeks to build lifelong partnerships between a business and its customers. Once someone is emotionally captured by a brand, they are more likely to stay loyal for decades.

Tuesday, February 5, 2019

Target Local Consumers with Event Sponsorship

Corporate sponsorship is one of the most effective marketing channels, but most businesses haven't tried it.


What is event sponsorship and why should you consider it? From a 5K road race to a good old-fashioned neighborhood picnic, companies that get outside their walls can make a huge splash in the community.


Won't You Be My Neighbor?


Businesses that rely on local support understand that their company will grow primarily through the support of its neighbors.


How do you engage your neighbors?


By being a good neighbor! Put a face on your business by sponsoring a baseball league, hosting community events on your lawn, or by mobilizing your city to benefit a beloved charity.


Community development events show you are invested in your region and you enjoy its people. Here are some fun examples of how firms have made this a reality:



  • Budweiser helps sponsor the annual "duck" tape festival in Avon, Ohio. With music, brews, fashion shows, and family-friendly movies, the three-day event draws more than 60,000 people from around the world to see taped parade floats and a playful tapestry of taped costume creations.   

  • McDonald's and Pizza Hut sponsor "the Chicken Show" in Wayne, Nebraska, which features a "national cluck-off" and the world's largest chicken dance celebration.

  • In 2016 Pretty Pampers Beauty Essex hosted a charity event that offered affordable and luxurious experiences while raising money for The Cystic Fibrosis Trust. Local spas teamed up to provide steeply discounted services like massages and facials so donors could relax and unwind. Between sessions, guests could shop boutique vendor stalls featuring local clothing, jewelry, cosmetics, and home decor.

Hosting or sponsoring an event can help your business demonstrate its commitment to community involvement, philanthropy, and family fun. Of those local businesses who get involved in a community event, 80% said they were satisfied with the results and many reaped tangible benefits like features in local newspapers, tags in citywide blogs, promotional newsletter highlights, and social media selfies!


Events spread your name in print through T-shirts, prizes, water bottles, and giant displays, and photos of real people in action. This prompts word-of-mouth marketing that simply can't be captured elsewhere. In 2016-2017, companies who used local events saw sales increase by an average of 14 percent.


Use Corporate Events to Spread the Love


How can your business get started in spreading some cheer?


Sponsor a charity event or contest, host a sales or promo booth at a community festival, promote an on-site event, or allow your customers to nominate recipients of a "give-back" incentive you sponsor for your city. Sponsorship doesn't always have to be monetary: you can also look for ways to volunteer branded items, free service from your company, or concessions donations for a city-wide festival.


Want to multiply your marketing dollars and make a lasting impact? A micro-market event focus can bring better results and spread the love. When companies support issues they care about, they gain greater trust and loyalty from patrons. And that investment is sure to yield great returns!